Monday, January 14, 2019 (3:09 pm)

Branding assessment project

Help us evaluate our brands:

  • OC Fair & Event Center
  • Pacific Amphitheatre
  • Heroes Hall
  • Imaginology
  • Centennial Farm

We have begun to evaluate out family of brands to determine current value in the marketplace and whether or not changes are warranted. We have grown and it is time to reassess.

In addition to our OC Fair & Event Center brands, the exercise will include discussions about our property partners: equestrian center, OC Wine Society, Orange County Market Place and Spectra.

Public participation is being sought during this process – community input is important as the fairgrounds looks toward the future.

The advertising firm IMW of Costa Mesa has been contracted to perform the brand assessment and to offer recommendations. They began with meetings with staff groups and a workshop with the board of directors. A meeting of property partners and stakeholders has also been scheduled.

The public is invited to participate in a branding assessment workshop – options are:

    • Tuesday, Jan. 29, 2-3 p.m. at OC Fair & Event Center OR
    • Wednesday, Jan. 30, 6-7 p.m. at OC Fair & Event Center

The OC Fair & Event Center is located at 88 Fair Drive, Costa Mesa. These workshops will take place in the administration building.

Those who are unable to attend one of the public meetings will have the opportunity to participate by completing an online survey that will be posted here following the workshops.

Please continue to check and @ocfair on social media for the latest updates on this project.

A little about brands …

Brands are not just logos. A brand is more than what a product does or what it might communicate. Brands are the total perception of the entity’s “persona” in the marketplace, including an implied promise to customers that the facility and service will consistently meet their expectations. Brands evoke emotions. They delight us and make us feel that they are familiar and reliable. Branding differentiates a product from its competitors and creates added value for partners.

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